I’ve been getting a lot of direct messages lately. You know, the ones where someone tries to sell you their services directly on one of the social networks or via email directly to your inbox:
“Accounting is the foundation of any business and achieving an accurate knowledge of your income and expenses is a powerful tool.
If this information is important to you and “Only The Best Will Do” contact me – <name of the person> at (856) 809-XXXX or visit our website.
In closing – ask yourself this question. Do you know the right questions to ask about your business and/or personal accountant?
Call me and in 15 minutes as I bet I can arm you with the information you need to make sure you are on the right track!
Thank you for your time and consideration!
PS – I hope you enjoy a very nice Labor Day weekend!”
The above message came to me via LinkedIn. Here’s a direct contact via email:
“Hi, I am <name of person> with <name of company>. I am messaging you today because I just came across your company’s Facebook page. I hope everything is going well for you and your business. I am reaching out to you today to see if you would actually be interested in learning more about our custom logo design service. When I came across your company’s page, a couple of really cool logo design ideas came to mind that I’m sure our team can pull off.
I would love to have the opportunity to show you some of < name > sample work for custom logo design. Would this be of any interest to you? If not, please keep us in mind for any future needs. I look forward to your response. Thank you for your time.<link to website> Have a wonderful day.”
For just one minute, let’s talk about direct messages. In the old days, these were post cards, and/or direct mail pieces that you sent anonymously to a person’s home or business.
When the world went online, most social media platforms started to provide direct messaging. However, it’s completely taboo to even think about pitching someone to hire you via direct message unless and until you have engaged with them several times first (i.e. I’ll PM (personal message) you).
But in the last few years, companies have found a way around the direct message; they’ve converted into a direct email. And several of my colleagues gain great copywriting clients from utilizing direct messages.
Copywriting a Killer DM
To truly capture these leads, you have to write like a human and connect with a readers emotions, or give them a knee-jerk reaction to send you a response message. Here are my copywriting tips:
Offer new followers something of value.
While I really don’t like most direct messages, if you offer your reader a coupon, discount, or a freebie for visiting your website, you’ll get higher results.
This is especially true on Twitter. People follow brands that they are interested in. You’ve said or done something to get their interest – now get their click through to your site, too, by giving them an incentive to visit you.
Use a personal, engaging, off-the-cuff style.
I wrote an email for a client earlier this week as follow up to her business networking events. And right away she says, “Should I ask how they enjoyed the event? I don’t want them to contact me.”
Yes. Yes, you do. That’s the whole point of direct messages; to build relationships and get more business. The style you write in can’t be about YOU – it has to be about getting them to like you and asking for what you want nicely.
Don’t directly sell to someone – ever.
“Call me to buy my services” will get you deleted so fast you probably shouldn’t even have wasted a click on the send button. Ha!
Instead, ask if they know anyone, if they can help you, and how it might make sense of the two of you to connect. Playing the ‘let’s be friends’ card is an easy way to make copywriting work for you in business.
How to Make DMs Work for You
Secondly, DM’s that actually work are not random acts of messaging. Instead, they are well-researched, procured groups of people where the sender of the message takes the time to get to know the person they are soliciting for business.
This means a personalized message (for the most part) following the above guidelines. Think about it: you own a business. You hate blog writing. You are sporadic about publishing and your SEO is non-existent.
And then you get a message from little old me; “Blogging looks like a frustrating chore for you. Can I help you? My rates are reasonable and just click here to learn more.”
You may also want to follow up when you carefully target your market: “Hi, Dave. I sent you an email about your blog writing. Are you still frustrated with the results of your blogs?”
Finally, remember that business is built on relationships. So, the more people who know you and feel like they have a connection with you, the better off you are.
Oh, and for any of you who are going to send me bad, informal, terribly written DM’s, please be advised that I have started responding to ask if you need help with your copywriting and sales writing…because obviously you do. Just saying.